Notonthehighstreet repositions as lifestyle brand

Notonthehighstreet is launching its first brand campaign that aims to position it as a lifestyle retailer and broaden its appeal beyond gifting.

The marketing push starts on Monday (15 September) with a TV spot created by WCRS that uses a vignette format to show people being matched with their perfect products. It marks the first time Notonthehighstreet has run a campaign not linked to an event such as Mother’s Day or Easter.

Notonthehighstreet’s marketing director Ben Carter says the aim is to convince people to use the site more frequently to buy goods for themselves or their homes, not just as presents for other people. It also hopes to broaden its customer base, which at the moment is predominantly female.

Carter adds: “The aim is to start showing that we are about much more than gifting. We want people to use us for that but also to start thinking about other times to buy from us. People don’t realise the broad range we offer, this is our first move into broadening perceptions,” he says.

This campaign marks the first time Notonthehighstreet has run 60-second TV ads. It will launch the campaign with a “commercial roadblock”, which will see the ad appear on every commercial channel in the UK at 9.15pm with the aim of reaching more than 8 million viewers.

The retailer will also be using Sky’s AdSmart Technology for the first time to target specific demographic groups such as new home owners and families. The TV push will be supported by its first national cinema campaign, as well as print and digital activity.

The campaign will run until the end of October, when Carter says Notonthehighstreet will make a big Christmas push but with a TV ad that has the same look and feel as this campaign. It will return to promoting its lifestyle credentials in the second quarter.

Notonthehighstreet acts as an online marketplace for more than 5,000 independent small businesses. It positions itself as a destination for people seeking products that make “life less ordinary”.

Latest from Marketing Week

Mark Ritson investigates: Recreational marijuana

After probing America’s newest industry four key questions spring to mind: Which will be the big marijuana brands of the future? Why does scale drive ad effectiveness? What day is it? And, why have my legs stopped working?


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here